Owing to intense competition in the current market, every company that can survive pursuits its expansion. There are several strategies of growth. The maturity and structure of the franchise system in Brazil shows that franchising is one of the most practiced strategies in recent years. But, before deciding if youre ready to take that step, it is necessary to conduct an internal analysis of the company. And also, an external analysis of opportunities and threats that the market can offer. From there, develop a plan of operation for franchisees and an expansion plan. The clothing brand Reserva, object of this case study, conducted its expansion to other states through structuring a franchise network. Therefore, this study aims to present the structure of the network and how it operates today with its franchisees.